Lead Generation Ad Networks

Many marketers have embraced the efficiency and scale that online lead gen ad networks provide. Ad networks (especially vertical or highly-targeted networks) enable you to cover a much larger playing field in trying to reach your intended audience, while at the same time zero in on specific targets through the use of contextual and behavioral ads. And all under the model of performance-based pricing (paying only for those leads that achieve certain metrics and goals).

ValueClick, Undertone and Double-Click are but a few of the hundreds of ad network sites available to marketers.

With any ad network, critical success factors (besides knowing which ones to invest in -- remember... test!) include lead guarantees, rates, ad placements/deliveries and lead quality. One issue I've run into frequently is the amount of data collection that is baked into the forms publishers use (too much or too little) and the lack of field customization available to advertisers.

Hollis Thomases writes in ClickZ today (B2B Lead Gen Advertisers Finally Have Their Own Network) about Madison Logic, an ad serving company that focuses exclusively on leads and has developed a technology platform (and ad network) that provides a single, unified platform and more consistent infrastructure for lead gen execution. It also gives advertisers more control over targeting, managing and reporting on their campaigns. Next month Madison will be offering a self-serve platform for marketers to set up and manage their own campaigns. I'll check it out when it's online and be sure to report back.